Revisiting Marketing in the Russian Regions: Theoretical and Practical Aspects
- https://doi.org/10.2991/aebmr.k.200201.028How to use a DOI?
- marketing, regional marketing, territorial marketing, event marketing, regions, Russian regions
Regional marketing studies today are of great importance for understanding the new opportunities for the development of the Russian regions, attracting investments, promoting regional brands. Modern tools of territorial marketing allow regions to solve their domestic social and economic issues, as well as shape a regional, national and international agenda. The authors examine theoretical domestic and foreign approaches to regional marketing, analyze the practical aspects of the development of regional marketing in modern Russia, as well as the main issues in this area. In conditions of comprehensive competition in the tourism market it becomes more difficult for Russian regions to come up with new strategies for attracting tourists and investors. The current market situation encourages the regional managers to constantly invent new marketing tools, concepts, resources that match the target audience: potential customers of urban goods and services, investors, tourists, and other interested parties. The article also provides the analysis of the most successful Russian practices of territorial marketing in recent years.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Alima B. Akhmetova AU - Nikolay N. Yagodka PY - 2020 DA - 2020/02/10 TI - Revisiting Marketing in the Russian Regions: Theoretical and Practical Aspects BT - Proceedings of the 1st International Conference on Emerging Trends and Challenges in the Management Theory and Practice (ETCMTP 2019) PB - Atlantis Press SP - 129 EP - 134 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200201.028 DO - https://doi.org/10.2991/aebmr.k.200201.028 ID - Akhmetova2020 ER -